This is the last of six blog posts we’re publishing over the next fortnight looking with the golden rules for creating perfect direct-to-consumer brands. Check out the first day here.
Rule six: be delightful
Finally, being a great DTC business is more than having an efficient & engaging sign-up/order/delivery model, it’s about creating an emotional bond through physical touchpoints – namely packaging (assuming there’s a wonderful product inside the pack too!). In lieu of a beautifully designed retail store, a chic sales assistant and vanilla candle, DTC packs must be the sensorial salesperson, tapping into the feeling that the delivery is a gift (even if it’s not, and even if it’s rather functional). If you have any doubt in the joyous reward of opening a fantastically designed delivery box, then check out the ‘unboxing’ phenomenon online. This second moment of truth is a chance for brands to demonstrate their brand values through the unpacking experience and marry that with what their customers find delightful.
Janis Thomas, marketing director of original beauty box innovator brand Birchbox, says the firm partners with high quality, design and visually engaging retail, celebrity and media brands such as Tatler, Millie Mackintosh and Boden to ensure customers are continually delighted by new and changing box designs.